When it says “a set of brand assets and liabilities. Link to a name and a symbol which add or subtract from the value provid. By a product or service.” as can seen the term capital not coincidental since it revolves around the “ value ” that such image or reputation provides to the company. Building strong brand equity relevant since those companies that enjoy a positive reputation achieve greater success. And customers’ love or lack of love for their brands leads them to proactive attitudes in repeat. Purchases and recommendations in the form of comments on social networks likes or reviews positive or negative . We have already comment in th blog on the relevance of reviews in. The purchase decion process méndez aparicio.
What do consumers expect from your brand
Whose control and exploitation is crucial for new consumers. And according to iabspain of consumers. Act bas on recommendations from third parties and according to the latest report. From the dec association on customer experience dec association. Environmental pressure significantly influences the decision to purchase . Out of higher the lower the mobile app designs service previous purchasing experience. How to build strong brand capital historically. This model advocat by aaker considers the following dimensions fayrene cy and lee. Brand awareness or knowlge or brand awareness . Includes brand awareness top of mind brand. Reminder brand domain brand awareness and brand opinion.
What your brand should and shouldn't do today
Association or brand associations : all thoughts feelings perceptions images experiences beliefs. Attitudes kotler and keller p. And functional EE Leads or non-functional attributes. That is anything link in memory to a brand. Perceiv quality or perceiv quality : intrinsic and extrinsic attributes loyalty. Or brand loyalty to the brand or repurchase frequency first choice price resistance. There are numerous evolutions of aaker’s model including sentiment market-orient financial. Environment-orient or consumer-orient; with a practical or theoretical approach.
